Groceries in 30 minutes? Sure. But fashion? Yes, you heard that right!

You’ve heard of groceries arriving in 30 minutes. But a party outfit? In under 90? Yes, you heard that right. A new wave of ultra-fast fashion is sweeping across India—and it’s being fuelled by Gen Z’s love for spontaneity, social media trends, and instant gratification.

Also Read: Bandra: Mira Rajput’s Rs 1.75 lakh sleep reset sparks social media frenzy

Need a crop top that matches a trending reel? Or pants to go with an unexpected night out? Startups like Slikk, NEWME, Blip, and Knot, along with giants like Myntra and Ajio, are now promising to deliver fashion at lightning speed—some even under an hour.

This isn’t just about fast fashion. It’s fashion that moves at the speed of the scroll. What started as quirky Gen Z behaviour—impulse buys, last-minute plans, and chasing viral looks—has turned into a full-fledged market opportunity. Unlike grocery quick commerce, fashion throws in added complications: sizing, fit, style preference, and high return rates.

To overcome this, players are taking different tacks. Slikk and NEWME run curated selections through dark stores close to consumers, while Blip skips warehousing altogether, partnering with nearby retailers to deliver quickly.

With this new category still evolving, one thing is clear: fashion isn’t waiting anymore. If your outfit isn’t on point in 90 minutes, you’re already late to the trend.